Gucci continues to lead the way. Over the weekend Gucci announced that the brand is "entirely carbon neutral". "As part of a comprehensive approach to account for all its GHG [greenhouse gas] emissions associated with its business activities, Gucci has implemented a hierarchy of actions to avoid, reduce, restore and offset its GHG emissions," the brand said. Last year Gucci announced they had dedicated $8.4 million to offsetting projects and now its all in motion. The brand notes that the supply chain is responsible for 90% of emissions, and will begin by avoiding and reducing these emissions by switching to renewable energy in all Gucci stores, warehouses and offices, as well as restoring and offsetting through collaborations with deforestation organisations and sourcing raw materials from agricultural systems that "restore soils and habitats for important biodiversity". "Gucci will continue to work in a smart and strategic way to avoid and reduce our impacts, while simultaneously investing in innovation as a driver for sustainability. However, in my view, this is just not enough nor will it happen fast enough given the sustainability challenges we are up against," said Marco Bizzarri. " To address the need for urgent solutions, Gucci is setting an ambitious new precedent through our carbon neutral commitment." Power to Gucci.